In a memo obtained Monday by The
Washington Post's Erik Wemple, CEO Bob Gamgort called
Keurig's decision to explain its plan to "pause" its advertising
with Hannity's show "highly unusual" and "outside of company
protocols."

Someone destroying a Keurig coffee maker.@AngeloJohnGage

"This gave the appearance of 'taking sides' in an emotionally
charged debate that escalated on Twitter and beyond over the
weekend, which was not our intent," Gamgort wrote.

He continued: "Clearly, this is an unacceptable situation that
requires an overhaul of our issues response and external
communications policies and the introduction of safeguards to
ensure this never happens again ... The nature of social media
and the internet news environment is that stories like this
explode, and generally do not disappear quickly."

On Friday, Hannity aired an interview with Roy Moore, the
Republican US Senate candidate in Alabama accused of engaging in
sexual misconduct with a 14-year-old and pursuing relationships
with other teenagers when he was in his 30s.

"I feel bad for Keurig. I recognize the bad spot Hannity put them
in by fueling a backlash boycott," Angelo Carusone, whose tweet
to Keurig prompted the company to announce its decision to pull
its advertising, told Business Insider.

"I am comfortable with them saying what they feel they need to
say to help the situation," said Carusone, the president of the
left-leaning media watchdog Media Matters. "But at the end of the
day, what really matters to me is whether their ads will run.
They won't anymore."